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    Raghav Sehgal
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    Dabur is one of the largest FMCG companies in India, with a revenue of Rs. 3416 crores. It has 17 manufacturing units around the world and operates in over 60 countries. Dabur has three strategic business units: consumer care, consumer health, and international. Its leading brands include Dabur, Vatika, Hajmola, Réal, and Fem. Dabur Chyawanprash is its largest selling Ayurvedic medicine with over 65% market share. However, it began facing competition from health food drinks. In 2007, Dabur repositioned the brand to appeal to both adults and kids and reinforce its attributes through an ad campaign featuring Amit

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    Dabur is one of the largest FMCG companies in India, with a revenue of Rs. 3416 crores. It has 17 manufacturing units around the world and operates in over 60 countries. Dabur has three strategic business units: consumer care, consumer health, and international. Its leading brands include Dabur, Vatika, Hajmola, Réal, and Fem. Dabur Chyawanprash is its largest selling Ayurvedic medicine with over 65% market share. However, it began facing competition from health food drinks. In 2007, Dabur repositioned the brand to appeal to both adults and kids and reinforce its attributes through an ad campaign featuring Amit

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    1K views22 pages

    FMCG

    Uploaded by

    Raghav Sehgal
    Dabur is one of the largest FMCG companies in India, with a revenue of Rs. 3416 crores. It has 17 manufacturing units around the world and operates in over 60 countries. Dabur has three strategic business units: consumer care, consumer health, and international. Its leading brands include Dabur, Vatika, Hajmola, Réal, and Fem. Dabur Chyawanprash is its largest selling Ayurvedic medicine with over 65% market share. However, it began facing competition from health food drinks. In 2007, Dabur repositioned the brand to appeal to both adults and kids and reinforce its attributes through an ad campaign featuring Amit

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pptx, pdf, or txt
    of 22

    Category Attractiveness On

    FMCG
    FMCG
    Top Fmcg Companies in INDIA
    • Hindustan Unilever
    • ITC
    • Nestle India
    • Amul
    • Dabur
    • Asian Paints
    • Cadbury
    • Britania Industries
    Market share
    Dabur
    - Dabur is the 4th largest FMCG company in india
    - Revenue of Rs 3416 crores
    - Market capitalization of 1600 crores
    - Building on legacy of quality & experience
    over 125 years
    - Leading consumer goods company in India
    with a turnover of Rs. 2834.11 Crore (FY09)
    Technological Factors
    • Dabur has 17 ultra modern manufacturing
    units spread around the globe
    • Has presence in over 60 countries
    Three Major Strategic Units
    1. Consumer care division
    2. Consumer health division
    3. International business division
    • Consumer Care Division (CCD) Adresses
    consumer needs across the
    entire FMCG spectrum through four distinct
    business portfolios of Personal Care, Health
    Care, Home Care & Foods
    Master brands
    • Dabur - Ayurvedic healthcare products
    • Vatika - Premium hair care
    • Hajmola - Tasty digestives
    • Réal - Fruit juices & beverages
    • Fem - Fairness bleaches & skin care products
    • Consumer Health Division (CHD) offers a
    range of classical Ayurvedic medicines and
    Ayurvedic OTC products that deliver the age-
    old benefits of Ayurveda in modern ready-to-
    use formats
    Example:
    Largest selling Ayurvedic medicine with over
    65% of market share
    • International Business Division (IBD) caters to
    the health and personal care needs of
    customers across different international
    markets, spanning the Middle East, North &
    West Africa, EU and the US with its brands
    Dabur & Vatika 
    Dabur Chyawanprash Product life cycle
    • Over a period of time Dabur Chyawanprash
    began to face tough competition not from other
    chyawanprash marketers but from health food
    drinks market .
    • Infact the generic competition was hurting DCP
    more than the brand competition.
    • The health food drinks like Horlicks, Bournvita,
    Complan etc appealed more to kids than the
    Chyawanprash.
    • In 2007, Dabur undertook a major
    repositioning exercise for this Rs 150 cr0re
    flagship brand. The purpose of repositioning
    was to :
    1. Stretch the market for Chyawanprash
    2. Make the brand more contemporary
    3. Reinforce new set of attributes.
    CATEGORY ATTRACTIVENESS
    • DCP also makes the category attractive to
    diabetic/ diabetic prone consumers by
    launching Dabur Chyawanprakash.
    • Chyawanprakash is targeting the high density of
    diabetic patients in our country which makes a
    highly lucrative market.
    • To take on the competition from the health
    food drink market, Dabur is planning a foray
    into the HFD market with a new brand.
    The brand identified two segments :

    • Adults and Kids as the focal point in the


    repositioning exercise.
    • The entire campaign was based on the theme
    of 'role reversal '. The ads featured the brand
    ambassador Amitabh Bachchan asking the
    audience to understand the challenges of
    being a kid, a father and a mother.
    • The campaign involves mother taking the role
    of a kid, father and son taking the role of a
    mother and thus understanding the physical
    and metal exertions involved in each role.
    • The ads end with the Voice-Over ' Dabur
    Chyawanprash , Zaroorat hai sabko ' ( meaning
    - DCP : essential for everyone ).
    Conclusion

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